Global · Press & Off-Page

A press release is
an SEO asset.
Most people miss this.

Editorial coverage in credible publications does two things simultaneously: it builds brand credibility with human audiences, and it generates the authoritative backlinks that search engines use to determine domain trust. When executed correctly, a single press campaign can move both metrics at once.

Press release SEO off-page strategy
Press · Authority · Search
The problem

Press and SEO are treated
as separate departments.
They shouldn't be.

Most organisations approach press releases as a communication tool — something to announce a product launch, an event, or a partnership. The release goes out, gets picked up by a few publications, and the job is done. The SEO team, separately, is building links through outreach and guest posts.

This separation wastes significant opportunity. A press release placed in a high-authority publication generates a backlink that an outreach campaign would take months to acquire. The content written for editorial purposes is inherently more credible — and more linkable — than content written explicitly for link building.

We design press campaigns where the editorial objective and the SEO objective are the same document. The angle is chosen for newsworthiness and keyword relevance simultaneously. The publications are selected for audience reach and domain authority together.

Standard approach

  • Press release written for journalists only
  • Distributed to generic wire services
  • No keyword strategy in the copy
  • Links are nofollow or not tracked
  • SEO team unaware of coverage

Our approach

  • Copy optimised for both journalist and search intent
  • Targeted placement in sector-relevant publications
  • Anchor text and link structure planned in advance
  • Coverage tracked as part of off-page SEO reporting
  • Press and SEO strategy built as one document
What we deliver

Five components.
One coordinated campaign.

01

Editorial plan & content strategy

Before writing a single press release, we build the editorial plan: the themes, the timing, the target publications, and the angle for each piece. A press campaign without a plan is a series of disconnected announcements. A planned campaign is a sustained narrative that builds authority over time.

02

Editorial writing with SEO architecture

We write press releases and contributed articles where the narrative is genuinely newsworthy and the keyword structure is deliberate. The result reads as journalism, ranks as SEO content, and earns coverage because it deserves it — not because it was paid for.

03

Targeted publication placement

We identify and pitch to publications that are both relevant to your audience and authoritative in the eyes of search engines. A placement in a niche trade publication with genuine readership is worth more than a hundred wire service syndications.

04

Social media amplification

Press coverage does not end when the article is published. We coordinate social media distribution of each piece — adapting format and tone for each platform, extending the reach of editorial coverage to audiences that do not read trade publications, and creating additional signals that search engines and target audiences both recognise.

05

Coverage tracking & SEO integration

Every piece of coverage is tracked: publication authority, link attributes, social reach, traffic generated, and ranking impact on target keywords. Press activity is reported alongside SEO and social metrics — because in our model, they are components of the same strategy.

Editorial coverage and press strategy
Editorial · Coverage · Authority
Who needs this

Any brand that wants
authority, not just visibility.

Search rankings tell you where you appear. Domain authority determines how easy it is to get there — and stay there. Brands with strong off-page authority rank faster for new keywords, recover more quickly from algorithm updates, and maintain positions that competitors with weaker link profiles cannot sustain.

Press release SEO is particularly effective for brands entering a new market — whether that is a foreign company entering Italy, an Italian brand expanding abroad, or any organisation launching a territorial marketing campaign. In all three cases, editorial coverage in target-market publications is both a credibility signal for human audiences and a ranking signal for search engines.

It connects directly to everything else we do: Italian market entry, international expansion, and territorial marketing all benefit from a coordinated press layer that builds authority in the target market while the SEO foundation is being established.

Build authority

Press and SEO.
One campaign.

Tell us your target market and your story. We'll design a press campaign that earns coverage and builds search authority at the same time.

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